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New Survey Shows Impact of Gambling Advertising on Customers

Published

5 years ago

June 24, 2021

Reading Time: 3 minutes

The UK Gambling Commission (UKGC) has published its latest survey which reveals the impact of gambling advertising on customers. The survey included data from 6258 respondents.

Of the 4,566 respondents who had gambled in the past 12 months, 34% said that a post or media had prompted them to spend money on a gambling activity in that period.

Free bets or money to spend with a gambling company was the most likely to prompt a customer to engage in gambling, with 22% of gamblers reporting doing so.

Advertising on social media and TV had each prompted 15% of gamblers to gamble in the last 12 months. Direct marketing, sports sponsorships and newspaper advertising prompted 9%, 8% and 7%, respectively.

The Gambling Commission also asked those who had reported seeing gambling ads how, if at all, those ads had changed their gambling habits.

Of those respondents who had reported seeing traditional advertising from gambling companies – such as television or print ads – 52.8% said that the advertising had not changed the amount that they gambled.

Meanwhile, 13.0% said such ads prompted them to start gambling for the first time, while 16.3% said these traditional ads prompted them to increase the amount that they gamble.

A further 14.7% were prompted to restart gambling after taking a break from the activity because of these ads. Meanwhile, 10.1% said the ads prompted them to change what they gambled on or try a new form of gambling.

Free bets or money to spend with a gambling company was shown to be the most effective new customer acquisition method, as 25.9% of those who had gambled in the last 12 months and seen posts or advertising said that free bets prompted them to start gambling for the first time.

Free bets also led to 18.6% of viewers restarting gambling after taking a break.

Of the advertising methods examined, the Gambling Commission said free bets had the lowest rate of responses saying they had not changed the amount that respondents gambled, at just 35.2%.

Direct marketing via email, text message or push notification appeared to be more effective with existing or lapsed customers, however. It was cited by most respondents as prompting them to increase the amount they gambled, at 21.8%. It was also the method that prompted most people to restart gambling after taking a break, at 19.6%.

The figures also showed that 85% of those surveyed reported having seen any gambling advertising or sponsorship. In total, 83% reported having seen advertising and 78% having seen sponsorship.

These figures are down on 2019’s survey which showed 87% of people had seen advertisements or sponsorships, with 86% seeing advertisements and 82% sponsorships.

Television advertising was the most widely seen format for gambling advertising, with 76% of respondents reporting seeing this.

Gambling sponsorships on TV, radio or podcasts were the next most common format for people to see, at 67%. Other common places to see gambling advertising or sponsorships were on sports merchandise (60%), in sports venues (59%) and online outside social media (56%).

The least common reported place to see a gambling advertisement was via direct marketing, either by email, text message or push notification, which 37% of respondents reported seeing.

The data showed that young people are more likely to see gambling advertising online, with 77% of people aged 18 to 24 saying they had seen gambling ads online, compared to 55% of those 65 and over.

Of those surveyed, most (68%) said they use social media but don’t follow gambling operators or companies. Meanwhile, 17% said they do not use social media or streaming platforms, and 16% said they do follow or watch gambling companies.

Alea

Alea Leads Brazil iGaming Talks in São Paulo

Published

12 hours ago

April 1, 2026

Wladimir P.

alea-leads-brazil-igaming-talks-in-sao-paulo

Alea is set to take a leading role in São Paulo as the Headline Partner for NEXT.io Focus Brazil, returning for a second straight year to one of the most important gatherings in the country’s regulated iGaming calendar.

The invite-only event takes place on Monday, 6 April at Palacio Tangará and brings together around 100 senior industry decision-makers to examine how Brazil’s market is evolving beyond its launch phase.

The agenda will center on the market’s new reality, including changing player behavior, regulatory maturity, and the long-term sustainability of Brazil’s iGaming sector. Alea CEO Jordi Sendra will open the afternoon by joining the panel “Brazil 2026: The New Reality of Regulated Gambling,” where leaders from TQJ Bet, Esportes, and Stake Brazil will discuss how operators can stay competitive in a more structured environment.

Alea says its renewed partnership reflects the company’s growing commitment to Brazil and its deeper local presence. Over the past year, the company has invested in building a stronger on-the-ground structure to support partners across the market, with Sendra describing Brazil as a fast-changing but increasingly organized industry where open dialogue remains valuable.

The São Paulo appearance also connects directly to Alea’s wider South American push. After NEXT.io Focus Brazil, the team is shortlisted for Best Aggregator at the SiGMA South America Awards, before continuing discussions at SiGMA South America from 7–10 April at Booth N145, where the company will showcase its localized portfolio and technical support for operators navigating Brazil’s evolving market.

The post Alea Leads Brazil iGaming Talks in São Paulo appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

BIG Cyber

BMM Showcases Gaming Tech at BiS SiGMA

Published

12 hours ago

April 1, 2026

Wladimir P.

BMM Innovation Group is set to reinforce its leadership in compliance testing, cybersecurity, and professional training at the BiS SiGMA Americas, taking place from April 6–9 in São Paulo. Exhibiting at Stand F147, the company is doubling down on its long-term commitment to Brazil’s rapidly evolving regulated gaming ecosystem.

As one of the most dynamic gaming markets globally, Brazil presents both opportunity and complexity. BMM Innovation Group, through its specialized brands, is positioning itself as a critical enabler for operators, suppliers, and regulators navigating this fast-changing environment.

A Three-Pillar Approach to Gaming Compliance

Operating through its globally recognized divisions—BMM Testlabs, BIG Cyber, and RG24seven Virtual Training—the group delivers a comprehensive suite of services tailored to regulated gaming markets.

Testing & Certification: BMM Testlabs ensures that gaming products meet stringent regulatory standards, enabling smoother market entry.
Cybersecurity Solutions: BIG Cyber strengthens digital resilience, a growing necessity as gaming platforms become increasingly interconnected.
Compliance Training: RG24seven Virtual Training provides certification programs designed to equip employees with the knowledge required to meet regulatory obligations.

Strategic Focus on Brazil’s Gaming Boom

With more than 40 years of industry experience, BMM Testlabs continues to play a pivotal role in supporting Brazil’s regulatory framework. Its investment in local infrastructure, including a dedicated test lab in São Paulo, signals a strong, long-term commitment to the region.

According to Marzia Turrini, Global President of iGaming & Cybersecurity, Brazil stands out as one of the most promising regulated markets worldwide. She emphasized that ensuring integrity, compliance, and cybersecurity readiness is essential for sustainable growth in the sector.

This localized approach allows BMM to help stakeholders confidently launch products while adhering to evolving regulatory requirements—an increasingly important factor as Brazil formalizes its gaming laws.

Driving the Future of Regulated Gaming in Latin America

Attendees at BiS SiGMA Americas will have the opportunity to engage directly with BMM’s experts and explore how the company’s integrated solutions support the future of regulated gaming not only in Brazil but across Latin America.

From certification to cybersecurity and workforce training, BMM Innovation Group is positioning itself at the intersection of trust, technology, and regulation—three pillars that will define the next phase of growth in the global gaming industry.

Industry professionals interested in learning more or scheduling meetings with BMM representatives are encouraged to connect during the event to explore tailored solutions for their operational and compliance needs.

The post BMM Showcases Gaming Tech at BiS SiGMA appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Compliance Updates

CATALIST SPORTS SECURES NEW SUPPLIER LICENSES IN ARKANSAS AND NEBRASKA

Published

12 hours ago

April 1, 2026

GamingAmericas.com

catalist-sports-secures-new-supplier-licenses-in-arkansas-and-nebraska

New approvals in U.S. states and applications in Canadian provinces drive Catalist Sports’ latest expansion across regulated North American markets

Catalist Sports, a leading licensed supplier of sports betting content to the regulated U.S. marketplace, has continued to expand its regulated market footprint with new supplier licenses secured in Arkansas and Nebraska, alongside recently submitted Canadian applications in Ontario and Alberta.

Arkansas’ regulated sports betting market is set for significant growth, with major operators including DraftKings and FanDuel entering the state in March 2026. In addition to Arkansas, Catalist Sports has successfully obtained a supplier license in Nebraska.

Following the approval of its supplier license in Missouri, the latest state to regulate online gambling, in December, Catalist Sports is now licensed in 30 U.S. jurisdictions, with two Canadian provinces expected to follow.

These license updates reinforce Catalist Sports’ commitment to serving both U.S. and Canadian regulated betting markets with compliant, high-quality content and services.

“Securing licenses in new jurisdictions and strengthening our regulatory standing is fundamental to serving as a trusted, key supplier to our operator partners,” said James Monk, Vice President & General Manager of Catalist Sports.

“Arkansas represents an exciting next step for us, particularly as major brands prepare to enter the market. At the same time, our licenses in Nebraska, along with applications in Ontario and Alberta, and ongoing license upgrades, position Catalist to continue delivering scalable, compliant, and differentiated services to our partners.”

Catalist Sports’ expanding North American footprint supports the company’s broader strategy to provide licensed operators with premium data, live streaming, and advanced trading capabilities, helping partners maximize in-play engagement, product innovation, and long-term growth in regulated markets.

Catalist Sports distributes official data and live streaming rights from a vast portfolio of events to licensed U.S. sportsbooks. This includes top-tier tennis properties such as the Australian Open, ITF World Tour, Davis Cup, and Billie Jean King Cup, as well as events across soccer, basketball, and ice hockey, which power year-round engagement for sportsbooks seeking continuous, high-frequency, high-quality live betting content.

The post CATALIST SPORTS SECURES NEW SUPPLIER LICENSES IN ARKANSAS AND NEBRASKA appeared first on Americas iGaming & Sports Betting News.